40 years later: Doug Flutie’s ‘Hail Mary’ among sport successes that drove college applications

Forty years ago, there was one second on the clock when Boston College quarterback Doug Flutie launched the football 64 yards. It flew past University of Miami defenders and into a receiver’s hands for an unforgettable game-winning touchdown.

 Flutie soon would win college football’s coveted Heisman Trophy. The “Hail Mary” that had the TV announcer hollering, “I don’t believe it!” became iconic. And Boston College saw a surge in college applications.

 The immediate application boost, “The Flutie Effect,” was the first known instance where applicants for enrollment were affected by college sports success, according to Kevin Hull, associate professor of sports media at the University of South Carolina. An analysis by Carolina News & Reporter found such sports successes still correlate to increases in college applications in the SEC in recent years.

 “There is a sentiment that sports are the front porch of the university,” Hull said in an email. “Sports brings you to the house, and then you can see all the other great things that are happening at the school.” 

 The University of Alabama enjoyed The Flutie Effect under Nick Saban, who became the school’s head coach in 2007 and led the Crimson Tide to six national championships before retiring earlier this year.

 What started as a student population of 25,580 students in 2007 increased nearly 60% to 41,000 students this year, according to the Office of Institutional Research and Assessment at the University of Alabama.

 “When Saban had that team rolling and winning championships, enrollment went up and the quality of student went up at the same time when factoring in SAT scores,” Hull said. “Alabama spent millions on Nick Saban to be their coach, but it is probably the best money they spent based on the return they got from that money.”  

Football success came at a beneficial time for Alabama, which was looking to expand its student population, according to John Thelin, a University of Kentucky professor and administrative researcher.

 “They were looking for ways to not only maintain the number of applicants but possibly increase the academic profile of who they admitted,” Thelin said. “And so I think they combined the football success and obviously the incredible popularity of Coach Saban, but with a great increase in student financial aid and particularly merit aid.” 

 While Alabama has had less football success this season after Saban’s retirement, a new SEC titan is emerging: the University of Georgia Bulldogs.

 The UGA football team won back-to-back national championships in 2021 and 2022, drawing significant national attention to the university.

 When UGA  lost only one game on its way to winning the national championship in 2021, applicants increased by more than 11,000 — from about 28,000 in 2020 to about 39,000 in 2021, a 39% jump.

 While athletic success is a draw for some, other applicants, specifically out-of-state students, are often drawn to the culture around SEC sporting events, Thelin said.

 “There are a lot of things that not only in addition to, let’s say, a winning football team, but tailgating, the milder climates, a lot of the ceremonies and traditions,” Thelin said. “It does make for a very enjoyable campus experience. … Many of the SEC schools have all kinds of events that kind of extend from the actual football game.”

It is too early yet to know whether the University of South Carolina’s football success this fall will affect future applications.

USC doesn’t see a major spike in enrollment after sports success, said Elizabeth Orehovec, assistant vice president for enrollment management and executive director of undergraduate admissions.

School spirit does often play a factor in applicants’ interest, however, Orehovec said.

“They’re looking oftentimes for a large school with a lot of students,” she said. “They’re looking for the big athletic experience that certainly contributes to how students are starting to narrow down their college options. But we also find that at the end of the day, students are oftentimes most focused on what that academic experience is going to be.”

 Orehovec also said that smaller schools may see a greater increase in applicants after sports success than USC, which consistently receives national recognition for an array of its sports teams.

 “They can potentially get a boost in applications because that sports win is what is really putting their brand out there,” Orehovec said.

 Big universities, such as USC, know quite well the power of marketing sports wins, Hull said.

 “All you need to do is check (USC’s Instagram account) after a big football win – they certainly don’t shy away from it,” Hull said. “They know it is good business to promote a successful team.” 

Hull said students throughout the country are exposed to SEC schools through football.

 “We see so many students now from the Northeast, where college football is not that big of a deal outside of a few areas,” Hull said. “Those students certainly see the highlights on social media and ESPN — and likely think, ‘That sure looks like a fun place to go for four years.’”

 Many high school students consider academics along with opportunities for fun when applying to colleges, Hull said.

 “Students obviously are interested in getting a good education and preparing themselves for the future – but they also want to have a good time while they are in school,” he said. “And things like rushing the field are fun.”